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Digital Rhetorics

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Digital Rhetorics is the study of how digital technologies influence communication practices, persuasive strategies, and the construction of meaning in online environments. It examines the interplay between language, visual elements, and technological affordances in shaping discourse across various digital platforms.
lightbulbAbout this topic
Digital Rhetorics is the study of how digital technologies influence communication practices, persuasive strategies, and the construction of meaning in online environments. It examines the interplay between language, visual elements, and technological affordances in shaping discourse across various digital platforms.

Key research themes

1. How do digital platforms and social media reshape the construction and circulation of visual and political rhetorics?

This research area explores the evolving dynamics of visual political rhetoric enabled by social media platforms, focusing on how political actors and social movements creatively construct, appropriate, and circulate visual and textual messages within online environments. It examines the strategic manipulation of symbols, narratives, and rhetorical modes to influence public opinion, identify with audiences, and negotiate power, highlighting the interplay between technological affordances, cultural contexts, and rhetorical agency.

Key finding: Analyzing 1976 Instagram images from Poland's 2019 European Parliament election, this study identifies how political candidates employ the classical rhetorical notion of topoi combined with strategic manoeuvring to creatively... Read more
Key finding: Introduces a modal analysis framework to understand internet memes as collective and emergent rhetorical expressions that transcend individual image-text artifacts and contexts. The Fail/Win meme exemplifies a... Read more
Key finding: Proposes extending rhetorical and argumentation analysis from individual artifacts to structural network-level strategies using social network analysis concepts—contagion, relational brokerage, partitions, and philia—to... Read more
Key finding: Examines challenges for Critical Discourse Analysis (CDA) in adapting from elite-driven, monologic texts (e.g., traditional news) to multimodal, dynamic, and algorithmically mediated social media content where authorship and... Read more
Key finding: Critically reviews the conceptualizations of digital activism, emphasizing the need to historicize and contextualize digital activism practices beyond media deterministic and ahistorical perspectives. It identifies diverse... Read more

2. What are the rhetorical implications of digital multimodality and emerging genres for political and professional communication?

This theme investigates the challenges and opportunities that multimodal digital compositions and emergent rhetorical genres pose for effective political persuasion, public communication, and professional development. It underscores the incorporation of diverse semiotic modes—visual, textual, interactive—in new digital environments and the corresponding need for new literacy practices, genre analysis, and professionalizing multimodal rhetoric across educational and organizational contexts.

Key finding: Through grounded analysis of 200 Twitter-based political infographics, this study identifies a two-dimensional rhetorical typology combining narrative strategies and interactive interface levels, revealing that digital... Read more
Key finding: Documents institutional, programmatic, and faculty initiatives to integrate multimodal composition into university curricula, highlighting challenges and strategies for capacity building and faculty development. The work... Read more
Key finding: Adapts Gérard Genette’s concept of narrative prolepsis for social media, framing proleptic cues as anticipatory rhetorical devices that guide audience expectations and engagement in digital communication. Demonstrates through... Read more
Key finding: Investigates the discursive strategies constructing rhetorical spaces on Twitter, focusing on dimensions of deixis and audience targeting in Obama’s Twitter communication. Employing corpus linguistics and rhetorical theories,... Read more
Key finding: Through genre analysis of 30 publicly posted union organizing manifestos, the research identifies the 'critical manifesto' genre as a strategic resistance rhetoric form that frames workers’ grievances, solutions, and... Read more

3. How is digital rhetoric responding to the emergence of AI technologies and their impact on academic and political discourse?

This theme explores the implications of generative AI tools like ChatGPT on rhetorical practices, education, and institutional policy-making. It examines evolving academic stances toward AI, the challenges posed to traditional notions of authorship and originality, and the integration of AI within rhetorical frameworks. Simultaneously, it considers AI’s influence on digital political communication and governance, highlighting legal, ethical, and ritualistic dimensions in different sociopolitical systems.

Key finding: Presents a qualitative review of AI policies across nine University of Texas System institutions, revealing a spectrum of academic responses to ChatGPT ranging from cautious regulation to conditional embracement. The study... Read more
Key finding: Analyzes the Chinese Social Credit System as a contemporary digital ritological practice rooted in Confucian ethos, where data-driven personalized public shaming functions as a moral and legal ritual to enforce social norms.... Read more
Key finding: Provides a foundational technology literacy narrative situating digital rhetoric within interdisciplinary scholarship and personal academic trajectories. Emphasizes the integration of rhetoric, technology, and media... Read more
Key finding: Explores vernacular digital rhetoric as embodied communicative agency emerging from grassroots digital media production, particularly through case studies like the Rural Civil Rights Project. Argues for recognizing the... Read more
Key finding: Discusses the fragmentation and transformation of political discourse in post-digital societies, critiquing linear mass communication and propaganda models. Emphasizes the need for discourse analysis that accounts for... Read more

All papers in Digital Rhetorics

While thoroughly theorized in rhetorical studies, the body primarily is understood as or through text. Following a literature review of the body in rhetorical scholarship, this article argues that the situated, concrete body is integral... more
This study presents the findings of a cross-institutional survey examining how students in hospitality education programs use artificial intelligence (AI) tools. The analysis focuses on patterns of generative AI adoption across academic... more
In recent years, rhetorical scholars have turned to study the materiality of rhetoric as well as the rhetoricity of material, often introducing a posthumanist or anti-anthropocentric stance rejecting mind-body dualism(s), while often also... more
The paper will discuss the stylistic aspects of the poem The Chimney Sweeper by William Blake and how they have helped to make the poem powerful in terms of emotional appeal and theme. The paper is centered on simple and child language... more
The rapid expansion of digital communication platforms has transformed how individuals from diverse cultural and linguistic backgrounds interact. While computer-mediated communication (CMC) enables unprecedented global connectivity, the... more
Digital communication has undergone a significant transformation in the last twenty years, particularly evident in the manner in which young individuals convey emotions through text-based messaging. Emojis, the little pictographic... more
Digital communication has undergone a significant transformation in the last twenty years, particularly evident in the manner in which young individuals convey emotions through text-based messaging. Emojis, the little pictographic... more
The study of campaign effects generally focuses on the strategies, tools and use of agenda in political communication and its aftermath effects. The assembly election of West Bengal, 2021 has seen the most drastic conundrum from its... more
In this article, we contribute to scholarship on visibility and rhetoric by examining the way in which photographs published in march 1965 issues of life magazine functioned rhetorically to (1) evoke common humanity by capturing moments... more
We argue here that data literacies and capabilities are an integral part of data justice. Based on focus group data collected as part of a 3-year empirical project research project, we find that citizens remain unaware of key aspects of... more
Drawing on the case study of a river bridge in Bangladesh, this article shows how and why linguistic circulation is indispensable to infrastructural populism that relies primarily on spectacular visibility. The focus here is the Padma... more
Prior to the advent of the printing press, the page—the medieval manuscript page—was often complexly multimodal, containing elaborate scripts, rubrications, and illuminations; the medieval page was a multimedia experience for its... more
In this essay, I examine how eating operates as a feminist rhetorical act using digital food diaries as a case study. Tracing digital food diaries tagged with the hashtag #WhatIEatInADayAsAFatPerson, I argue that when employed by fat... more
This article examines youth slang as a dynamic force driving language change in the digital era, focusing on the transition of informal expressions from street-based interaction to online communication platforms. With the rapid expansion... more
Esse texto foi escrito — combinando ideias novas a trechos e ideias de outros escritos meus — especialmente para um dos encontros do Grupo de Estudo: Políticas, Retóricas e Histórias da Visualidade, uma iniciativa do Podcast Visual+mente... more
Digital rhetoric is in a "paradigmatic aftermath" from Big Tech platformization. The implicit paradigm for digital rhetoric is the ecological model, but platformization has revealed how fragile ecologies are. This article argues that the... more
Although the majority of design products display aesthetic qualities, designers work usually in ways that are rhetorical, that is, they produce a material artifact to influence diverse publics. Design thinking and making skills backed up... more
Os políticos são uns retóricos dizse, querendo com isso significar que não serão lá grande coisa, que o que dizem não se escreve e que falam muito mas não dizem nada ou, pelo menos, que acertam pouco. Essa seria, aliás, a especial vocação... more
The paper titled 'Comparative literature, a pole apart thought in English literature' is a monographic artistic presentation describing, raising an interrogation toward the literatures around the continents for better production in the... more
In recent years, digital games have gone beyond being merely a tool for entertainment and have also been used to convey political and ideological messages. This study examines, through examples, how the interactive structures of games can... more
This study explores the strategic logics and cultural factors influencing game-based marketing. Using a qualitative, exploratory multiple-case study, five diverse campaigns were analyzed through an original eight-dimensional framework... more
A comunicação estratégica na era contemporânea transcende a tradicional sustentação oral para abranger um novo espectro de desafios e ferramentas. Este artigo, baseado em uma pesquisa bibliográfica aprofundada, revisita os pilares... more
Semioticians perceive signs not in seclusion but as an integral part of sign systems. They examine how meanings are constructed, being interested not only with communication but also with the structure and sustenance of phenomenon.... more
En las publicaciones anteriores (Parte 1 y Parte 2), revisamos algunos ejemplos de herramientas y asistentes potenciados con Inteligencia Artificial (IA) para generar texto desde ideas iniciales, editar un escrito en su gramática y... more
Master of Arts "Consummation" was the one term about which Kenneth Burke wasn't particularly longwinded-odd considering his claim that it was the apex of his theory of form. Perhaps Burke never explained exactly what consummation was... more
Gender has recently increased in relevance as a game analysis topic. Representations of masculinity and femininity in games have become a growing interest for scholars. Still, little has been written about representations of aging and... more
This paper examines the unfelt, yet potent role of emojis in digital criminal discourse on a multimodal forensic linguistic scope. The use of emojis as a means of communication on the Internet is developing more and more widely, and the... more
This study explores the evolving concept of academic integrity in light of advances in Artificial Intelligence (AI), particularly generative AI tools that challenge traditional definitions rooted in honesty and responsibility. Employing a... more
This article uses the lens of computer writing injuries to explore writing as an embodied activity. We use philosopher Mark Johnson's five-part definition of embodiment to develop an analysis that examines the physical, flesh-and-blood... more
This study advances research on using language in online communication. It intended to analyze texting on WhatsApp in terms of linguistic and paralinguistic characteristics, the identity of interlocutors, and uses of emojis. Adopting a... more
RESUMO Este trabalho objetiva realizar uma análise retórica acerca dos lugares da argumentação que fundamentaram o discurso teológico encontrado no Evangelho Segundo Lucas 19, 1-10. Esse texto bíblico apresenta o encontro entre o orador... more
As institutions that include Writing Studies (Rhetoric and Composition, Business, Technical and Professional Writing) in their curriculum at various levels increasingly move to include more digital technology infrastructural support for... more
This manual introduces a strategic framework for enhancing academic and professional texts through semantic alignment with both human readers and AI assistants. It presents a dual-layered system of trigger components—HTG (Human Trigger... more
This article reads O. A. Bushnell's Ka'a'awa as postcolonial travel writing grounded in the historicity of 1850's Hawai'i. The novel presents the polyvocal perspective of both Nihoa, an Indigenous Hawaiian, and Bristol, a haole (white)... more
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